This research is groundbreaking in that it statistically supports the commonly held notion that social media should be about delivering high quality content in a social fashion. It is not enough to have a mere social media presence; you must make sure that you are interacting with customers, and that you are adding value to your fans.
The “richness” of a social media strategy refers to quality of the content that is being posted.
The “responsiveness” of a social media strategy refers to interacting with social media fans.
The “intensity” of a social media strategy refers to the quantity of posts and comments.